It is the emotional expression and secondary creation of netizens that
really makes the reachable duck break the circle.
“You can’t even ask the price now. Others have already robbed you of the space to ask questions.” Since the establishment of a group buying group in a sealed control community in Shanghai, such a hot commodity has appeared for the first time: “you can only book 100 at a time, and the seller has the final say on the price.” Even so, the first 3000 were all packed and taken away by the same buyer.
It is not the necessities of life, nor coke or Swiss rolls, but the new online red toy “reachable duck” launched by KFC.
This cute duckling is a member of Boke’s dream of Japanese animation IP (intellectual property), but its popularity is far from that of Pikachu. This time, Kentucky Fried Chicken co branded baokemeng was originally matched with the 61 day set meal. Buying the set meal and giving away toys belonged to the regular operation of Kentucky Fried Chicken.
Who knows, there is no fire in Pikachu at position C of the two stations, but the duck is on fire first. The goofy expression, waving hands, and the background music of magic brainwashing soon made Keda duck occupy the minds of netizens and become another popular doll after “Bing Dwen Dwen” in 2022.
There are four kinds of KFC baokemeng children’s Day packages, with prices ranging from 69 yuan to 109 yuan. In addition to Pikachu and reachable duck, there are also peripheral products such as suitcases and water bottles.
However, Kentucky Fried Chicken is not the first time to launch the reachable duck toy, and the reachable duck in previous years did not make much of a circle. This year, it is the second creation of netizens that has really made Keda duck break the circle and deviate from its normal development track. What has stimulated netizens’ creative enthusiasm and desire to share is some characteristics of Keda duck that hit the mood of young people at present.
“The epidemic has changed the mentality of the public. In a more anxious and depressed environment, reachable duck just appeared, catching up with a wave point and becoming a window for the public to vent their emotions.” Said Jianghai, associate professor and communication scholar of UESTC.
“Scalper” AHAO remembers that on May 21, the day when the KFC package was officially launched, he and his peers searched everywhere for a substitute to eat, and quickly emptied the stores. “At the beginning, few people noticed the Keda duck in the set meal. The purchase price was very low.” But the next day, the demand for reachable ducks was out of control, and soon “one duck is hard to find”.
“From the 23rd, there are basically no accessible ducks in offline stores.” A Hao said that the initial batch had been digested by individual customers and scalpers, and now it is processed on behalf of others in the market. “Even if it’s purchasing on behalf of others, it’s mostly the deception of the OEM.”
Some people once increased the price of salted fish by twoorthree yuan. Now the price has gradually stabilized. The Tiktok live studio achieved some unification first – the authentic product is 199 yuan, and the Shanzhai is 69 yuan. Even if there is a float, there will not be much difference, but most of them are not in stock, so we have to wait. The price of scalpers in Shanghai is increased by about 259 yuan, and that in Beijing is about 280 yuan, which is basically no more than 300 yuan. Although it is more expensive, they can basically send flash.
Guannan is trying to get started at this time. She doesn’t care whether what she buys is true or false. “It’s not for collection, it’s for showing off.” She already had several sets of copywriting in her mind and was ready to show off her duck.
It is almost synchronized with the phenomenon that “one duck is hard to find”, and a large number of creative works with reachable duck as the protagonist began to appear on the Internet.
“When I bought it, I was rejected. When I got it back, I became a new favorite.” Xiao He was one of the first “lucky ones” to have reachable ducks. At that time, there were sporadic videos circulating on the Internet. He also tried to shoot one. The video was viral spread in the circle of friends that day.
The up Master of station B “cut pigeons” also grabbed two reachable ducks on the new day of the package. She wrote down two notes “refuse” and “go to work” on the household note paper, pasted them on the two arms of Keda duck respectively, and opened the button. This video in less than 30 seconds has been viewed by more than 1.2 million people on station B.
Among the various “second creations” of netizens, Keda duck was pasted with copywriting, put on clothes, put on different skin, and even appeared the self created images of many netizens, such as Caribbean Pirate duck, white lady duck, etc.
Screenshot of little red book, created by netizens
Due to the high click through rate of videos related to reachable duck, the traffic is feeding back. Xiaoxue, a fashion enthusiast, said that she has friends around her who want to start shooting short videos of traffic. She has also seen people invite short video works in the group.
The enthusiasm of netizens for creation and sharing, as well as the surge of traffic, in turn, pushed up the price of reachable ducks.
Everyone has a reachable duck in his heart
Baokemeng animation is a childhood memory of the post-90s and post-00s. It has been translated into “Magic Baby” and “pet elf” in China. Baokemeng game is the second best selling series of electronic games in the world, second only to Nintendo’s Super Mario series. In 2019, the great detective Pikachu was launched, reaping a wave of emotional frenzy and winning both acclaim and box office success. Liyongpeng, a brand marketing consultant, mentioned that “reachable duck has a parent culture, so the public subconsciously has a sense of familiarity”. It is also this sense of familiarity that enables many adults to return to childhood with the help of the opportunity of June 1.
Reachable duck is not well known to the outside world, but among baokemeng fans, reachable duck is as popular as Pikachu.
The official setting of reachable duck is a baokemeng with only the appearance characteristics of a platypus. It is always sluggish and has tiny pupils. Due to frequent headache, Da Da duck always covers his head with melon seeds and his eyes are full of tears. He looks like “I don’t know duck”. In the animation, the reachable duck can’t understand the master’s instructions. It hides behind the master whenever it encounters a battle. It can’t swim and likes to soak in hot springs. It often needs Picchu to take the lead for it.
Such an image is unexpectedly liked by people. In 1999, when analyzing the global success of baokemeng, some media mentioned the reachable duck, calling it “looks incredibly cute”; IGN, the game platform, pointed out that the character was popular because of its bewildered and strange appearance.
In the current words, the reachable duck is the one that “lies flat”, which is very consistent with the “funeral culture” of young people. In the context of the epidemic, this sentiment has been amplified.
In the original Er Chuang video, the expression was very straightforward. Words such as “refueling and selling money”, “refusing to roll in”, “forbidding corruption”, “trying to make money” and “lying flat” all appeared frequently. Zhao Zhao, a fashion play photographer, believes that this is a self mockery of netizens under the pressure of the overall environment. Various funny slogans are also the embodiment of the youth group’s pursuit of personality.
Later, netizens began to recover the nucleic acid scene of the epidemic – Keda duck was holding a nucleic acid antigen test paper in one hand and a cotton swab in the other. The two ducks around him were “queuing up” to get supplies “and” queuing up “to make nucleic acid. This is similar to the “two meter distance” and “prepare your ID card in advance” played by the big speakers on site.
Li Yongpeng believes that the emotional characteristics shown by the image of reachable duck are very important. “Without emotion, there will be no action”. The audience perceives emotion in decoding, and the mobilization of this emotion forces them to give feedback of praise and purchase, thus a drop of water arouses thousands of waves, and produces a spreading communication effect.
In addition, the dynamic music and simple swing movements of the magic of the duck reduce the difficulty of second creation and are easy to produce strong memory points. Li Yongpeng stressed, “only when you move can you attract attention. Only when you have a sense of rhythm and simple movements can you feel that you can do it.” At the same time, many consumers also reported that they would unconsciously imitate the actions of Keda duck and “really decompress”.
Raoguangxiang, an associate researcher at the semiotics Media Research Institute of Sichuan University, thought that the duck would catch fire at the first sight. “Nowadays, young people generally want to make themselves interesting and create interesting images on social media.” Raoguangxiang said. “The image of reachable duck itself is ugly, cute and interesting, and it has strong extensibility, which makes fun personalized. There are gimmicks when uploading pictures, and the mapping rate is high.”
“Er Chuang makes everyone feel that they have personality, which is very important.” Raoguangxiang said.
From Disney’s “top stream” Lina Belle, to the hot Bing Dwen Dwen in this year’s Winter Olympic Games, to today’s second innovation in the whole network, is there any commonality between these hot IPS?
Houdongxiao, a marketer, believes that the most important thing is “hunger marketing”: rare things will be exposed. “When Bing Dwen Dwen was easy to get, few people bought it; but when people found that they could not buy it even in the queue, more people joined the queue.” Xiaoxue also holds a similar view: “when people think it’s fun, they can’t buy it, which makes it more scarce.”
The second is the extension of product power. “When a toy has only collection value, it is difficult to get out of the circle.” Houdongxiao said. Both Ling Na Belle and Bing Dwen Dwen are played by real people, which makes this IP image vivid; Reachable duck has made two innovations, breaking away from its inherent image.
Raoguangxiang believes that from the perspective of semiotics, the key lies in how they interact with the audience and enter the audience’s self-expression system. In essence, netizens’ deep-seated appeal is still to express themselves, which fuels the popularity of these toys.
However, people still think that reachable duck can not be compared with Lingna Belle and Bing Dwen Dwen. The latter two are Disney’s long-term resident IP, and the other is blessed with Winter Olympics elements, which are difficult to replicate. The popularity of reachable duck belongs to the spontaneous behavior of netizens, and its network potential energy can not be compared with that of linabelle and Bing Dwen Dwen.
In Li Yongpeng’s view, marketing time, IP symbols and promotion resources are all important influencing elements for the popularity of reachable duck. KFC’s thousands of stores across the country are the foundation. After people see the video to arouse interest, they can immediately meet their consumption desire as long as they go out.
In fact, this is not the first time that KFC toys have become popular. Quick told us that the blind box previously jointly signed by KFC and Paopao Mart was also sold at a high price in the secondary market, “100 to 200 yuan, and the second-hand price of at least one hot dimoo (Paopao mart’s own IP) is really high.” However, this cannot be compared with the thousands of reachable ducks on second-hand platforms.
AHAO has been following KFC toys for a long time and has gained his own experience. “Of the several toys KFC produces, one will certainly sell better than the others. As for which one, it depends on who is more magical.” Ah Hao took a fancy to the duck in the set meal. He shook his left and right hands, coupled with the brainwashing BGM (background music). As expected, more and more people dried the duck.
Even so, people are not optimistic about the future of reachable duck. Jiang Hai believes that this is a “fragmented trend, which is fleeting and easy to pass.” AHAO also told us that the “fire will not last long, half a month at most.” At present, “scalpers” basically receive orders quantitatively and do not stock up in case of unsalable goods.
After all, the venting of virtual network is only temporary, and people still have to return to life.
Original title: behind the reachable duck, young people’s emotions are roaring
Authors: xinxiaotong, liujiaxin, wangxinxin, lixuexue; Source: Banshu Caijing (id:banshu Caijing), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
food people are “watching”